Changing Decision Processes
|How are decision processes changing, given that customers are now always connected and have more choice in what they attend to? Customers are now engaging with firms through complex journeys and paths to purchase and beyond. Firms must insert themselves — or their product or service — into the customer decision process at the right time in the right context to have an influence.|
Economic Inequality, Trust, and Brand LeadershipMay 31, 2016 Joshua T. Beck, Colleen Harmeling, Yashoda Bhagwat, and Conor M. Henderson, 2016, 16-109
Evidence that higher economic inequality → lower system trust → lower brand trust → worse brand leader performance. Can a brand leader restore trust and performance?
The Value of Device-Switching CustomersMay 25, 2016
Investing in mobile can pay off later, in conversion on fixed devices.
The Benefits of Ambidextrous SalespeopleMay 24, 2016
New study with implications for salesforce management
Social Influence on Consumer DemandMay 19, 2016
Consumer demand for hedonic products is driven by others’ choices: social influence boosts demand for popular products while unpopular products become even less popular. Here, Olaf Maecker, Nadja Grabenstroer, Michel Clement, and Mark Heitmann summarize findings of a macro-experiment.
Consumer Decision Making in the Age of Nearly Perfect Information: Implications for MarketersApr 18, 2016 Itamar Simonson, Stanford University
How are the Internet, emerging technologies, and social media platforms transforming the ways consumers make decisions and evaluate product and service quality? Itamar Simonson will offer new insights and will explore their far-reaching implications for marketers, including the role of brands, loyalty, positioning, and market research. He will present a framework that can help marketers understand which product and service categories are most influenced by these changes and and how marketers need to adapt with them.
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